Analyze the Marketing Environment, Case Study Example

Marketing Environment

There are various marketing environmental factors that will be taken into account when commencing the lounge. These are explained below.

Political Factors

These include monopolies legislation, employment laws, environmental laws and taxation policy and government policy.

Economic Factors

The economic factors to be taken into account include the inflate rate in the economy, the phase at which the economy is at the business cycle, employment level, the cost and availability of energy, the amount of disposable income, and so on.

Social-Cultural Factors

These are social mobility, lifestyle changes of the target audience, consumerism and education level of the clients

Technological Factors 

Technology advances every day. The technological factors to be considered are the rate of obsolescence, new innovations and discoveries, cost of information technology, internet, and the technology literacy of the target audience.

Service

Bedrooms, for those extending their stay at the lounge, are available for booking. All bedrooms have a balcony with a fascinating view of the ocean. They will be equipped with a king-size bed mini-bar, private shower and bath, air conditioning, satellite TV, shaving mirror and hair drier, and a telephone. All have a 24 hour room service.

The service at the lounge is a 5-star one which meets every need of the customers. The spa ensures that the customers have a sauna, massage, facial therapy and hot steam in order to ensure that they are completely relaxed during their stay at the lounge. The gymnasium allows the customers who need to work out are catered for. We have professional gym instructors to help the customers in their work out.

The lounge will offer excellent dining facilities with exquisite cuisine. The chefs have mastered their own recipes and the clients will have various cuisines to choose from, with a different one every day.

There will be a conference room for 15 to 300 people. This is for those clients who wish to visit the lounge for business meetings and lounges. It is equipped with the latest audio visual technology.

The lounge will also offer a free marriage counseling services for couples have problems in their marriage and they would want to get away for a couple of months or weeks . They will find that I have a group trained and skilled marriage counselors who are ready to help them solve their marriage problems in a professional and confidential manner.

Mission

To ensure that our clients get a 5-star service while on vacation or business retreat

General Objectives

Batian leisure lounge’s target is to hit a US$ 10 million after-tax profit by the end of Year 1 after commencing date. By the end of year two, the lounge should have reached the break-even point. The customer base is targeted at 1000 persons by the end of year two. It is also aimed that the lounge will have three new outlets in major cities of the country.

Product Benefit Matrix

Competitive Advantage Analysis

The following are considered when analyzing the competitive advantage of the lounge; threat of substitutes, bargaining power and threats of new entrants into the same service industry.

In entertainment, live bands play music for the customers every day, unlike other competitors. There is a health center for the clients, a service lacking from the competitors. Unlike other lounges which offer only cuisines from within the country, Batian Leisure Lounge offers exquisite cuisine from all over the world, giving the customers a wide variety to choose from. The security guards for the lounge are ex-military and former law enforcement officers. They handle every security detail in the lounge in a professional and disciplined manner.